You’ve got a visitor to click through to your site. What happens next? Tim Ash will let you know what should happen at SES San Jose, but he gave us some early comments on the topic.

We’re a month away from San Jose (the conference runs August 18-22). You, dear visitor, are in time for a little exclusive insight into one of the many hot topics to be discussed at the convention.

‘Landing Page Optimization’ author Tim Ash chatted with the WebProBlog about landing page strategies. The key comes from having concise pages available on fast servers when someone clicks through that advertisement.

“All of the pages that we test are almost exactly the same file sizes and load times,” he said.

Part of the equation includes navigation: how many elements, how effectively they move the visitor towards a conversion.

“The most important navigation elements are actually a lack of navigation elements. You want to present people with a few very clear choices. So uncluttering the page and removing everything that does not bring them closer to their goal is the best thing that you can do,” said Tim.

“Often web designers try to make their navigation choices too big and bold to create more emphasis. in fact we often find that a few relevant text links on the page work the best.”

Speed and relevance serve advertisers well, and don’t forget to keep testing.

Posted on Friday, July 18th, 2008 at 11:44 am. Permalink